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All the research and invention in the world will not end up in the hands of consumers unless it ultimately appeals to them. Whether researchers ask consumers what they want or create something that they need, those needs and wants are the market trends that steer innovation.

One interesting trend that has made it mainstream is the consumer’s growing need for information, which has translated into product labels with scientific terms and claims written to explain how raw materials in the product work. As a result, recognition of the science behind products has grown and must be convincing to consumers since, in the end, it is their perception that sells a product.

Skin. There are many mysteries yet to solve about the skin, which is why so much time and research is dedicated to it—protecting it, repairing it, preserving it, tightening it, lightening it, revitalizing it, obscuring its flaws and even delivering things through it. In the personal care industry, skin care usually tops the list for product sales. As the behavior of skin and its underlying mechanisms are becoming clearer, innovations are emerging to trigger such mechanisms.

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